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What is Google E-E-A-T? Everything You Need To Know

Google logo on a wall

In the fast-paced, ever-evolving world of search engine optimization (SEO), staying on top of Google’s latest guidelines and best practices is crucial for maintaining and improving your website’s search rankings. One of the most important concepts to wrap your head around is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This framework has become a key factor in how Google evaluates the quality and relevance of web pages, and it’s essential for any website owner or marketer to understand its implications.

At its core, E-E-A-T is all about demonstrating to Google – and, by extension, to your target audience – that your website is a reliable, trustworthy, and authoritative source of information. It’s about showcasing the depth of your knowledge, the breadth of your experience, and the credibility of your brand. But how exactly do you go about doing that? Well, buckle up, because we’re about to dive deep into the world of E-E-A-T and explore everything you need to know to optimise your website for success.

Importance of E-E-A-T in SEO

Search Quality Guidelines

First things first: let’s talk about why E-E-A-T matters so much in the grand scheme of SEO. Google’s Search Quality Guidelines, which are used by human quality raters to evaluate the quality of search results, place a strong emphasis on E-E-A-T. These guidelines help Google ensure that its algorithms are serving up the most relevant, trustworthy, and authoritative content to users.

Trust and Credibility

In a world where misinformation and fake news run rampant, Google is increasingly prioritising websites that demonstrate a high level of trust and credibility. After all, when a user searches for information on a particular topic, they want to know that they can trust the sources they find. By focusing on E-E-A-T, Google aims to surface content that is not only relevant but also reliable.

Algorithm Updates

Moreover, Google’s algorithm updates over the years have consistently prioritised websites that demonstrate strong E-E-A-T signals. From the Medic Update in 2018, which targeted websites in the health and wellness space, to the more recent BERT and SMITH updates, which focused on understanding user intent and improving natural language processing capabilities, E-E-A-T has been a common thread.

Components of E-E-A-T

Now that we’ve established why E-E-A-T is so important, let’s break down its components and explore what each one means for your website.


The “E” in E-E-A-T stands for Experience. This refers to how much hands-on experience your brand or individual authors have in the topic at hand. For example, if you’re writing about a particular software tool, do you have extensive experience using that tool yourself? Or if you’re creating content about a specific industry, do you have real-world experience working in that field? Demonstrating this level of experience can go a long way in establishing your credibility and authority.


Next up is Expertise, and this component is all about showcasing the depth and breadth of your knowledge on a particular subject. Do you have relevant educational qualifications or certifications? Have you written extensively on the topic across various reputable platforms? Are you considered a thought leader in your industry? These are all important factors to consider when demonstrating your expertise to both Google and your audience.


word authority spelled on wooden blocks

Authoritativeness is closely tied to expertise, but it takes things a step further. It’s not just about having knowledge; it’s about being recognised as a leading voice in your field. This can be demonstrated through things like media mentions, awards, speaking engagements, and even the quality of the websites that link back to your content. Building authoritativeness takes time and effort, but it’s a critical component of E-E-A-T.


Finally, we have Trustworthiness. This is perhaps the most important component of E-E-A-T, as it encompasses everything from the accuracy of your content to the transparency of your business practices. Factors like having a clear privacy policy, providing accurate contact information, and citing reputable sources in your content all contribute to your website’s overall trustworthiness.

Content Optimisation for E-A-T

So, how can you optimise your website’s content to demonstrate strong E-E-A-T signals? Here are a few key strategies:

Expert Content Creation

First and foremost, focus on creating high-quality, expertly written content that provides real value to your target audience. This means going beyond surface-level information and diving deep into your chosen topics, providing insights and analysis that can’t be found elsewhere.

Author Bios and Credentials

Make sure to showcase the expertise and experience of your content creators through detailed author bios and credentials. This can include information about their education, work history, publications, and any other relevant qualifications.

External Validation

Look for opportunities to have your expertise and authority validated by external sources; this can include things like guest blogging for reputable websites in your industry, earning media mentions or awards, and building high-quality backlinks from authoritative domains.

Final Thoughts

When it comes to E-E-A-T, the key takeaway is this: by focusing on building experience, expertise, authority, and trust, you can set your website up for long-term success in the eyes of both search engines and users alike.

Of course, implementing these strategies can be a complex and time-consuming process. That’s where we come in. As London’s top seo services, we specialise in helping businesses like yours optimise for E-E-A-T and achieve top search rankings. So if you’re feeling overwhelmed or just need some expert guidance, don’t hesitate to reach out.

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.